At the end of class tonight, Prof Greenblatt talked about having advocates at the end of the purchasing funnel.
During my interview process for my summer job, an issue came up of the difficulty in introducing new products for companies in the healthy foods space. Notably, there is an inherent tension for focused companies between introducing products that are slightly farther from the mission to draw in new customers Vs. potentially alienating your most loyal advocates who may stop evangelising your brand to their friends if they no longer want to live every aspect of your brand.
It seems like a company with a specific social focus may not be able to grow aggressively (and keep up with shareholder, investor or parent company growth expectations) while maintaining the passionate advocates.
What are the solutions to this? Partnering with another company perhaps? Will the increase in modern viral marketing make it more beneficial for companies to NOT introduce new products?
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